Hi I am writing from ContactLab's Deliverability Team. One of our client has introduced multivariate testing on subject lines in the last 3 months. Gmail's inbox is since then more and more difficult to reach.
I am not aware of all the methodological details... The multivariate tests are performed only on a variable portion of the list, from 10% up to 40% in recent sends, and not on all campaigns. Gmail's Postmaster tool shows that Domain and IP Reputation are generally decreasing in the last 3 months, after being almost stable for around 1 year. Inbox Placement on Mailbox Monitor in Gmail is also getting more and more problematic. The multivariate tested subject lines are supposed to be more intriguing: they have introduced capital letters, special characters and symbols. Some examples: 🎉 WOW 🎉 We've chosen [...] ❯❯ Oh... Look ❯❯ You've just discovered [...] ✔ We've Picked You For Extraordinary Deals Apparently, nothing changed (i.e. unsub or complaint rate...) but: - the introduction of multivariate testing and - the new approach in the subject line's "style" in part the campaigns. So, my question is: anyone has noticed if multivariate testing per se can have a negative impact on Gmail's filters? Or, could the new style approach be to blame? Or both? Regards, Marco Marco Franceschetti Head of Deliverability | ContactLab M. +39 331 1717 978 | T. +39 0228311887 [email protected] Via Natale Battaglia, 12 | Milano contactlab.com/it _______________________________________________ mailop mailing list [email protected] https://chilli.nosignal.org/cgi-bin/mailman/listinfo/mailop
